By creating a more collaborative relationship, CMOs and CFOs can dispel misconceptions around marketing and establish clear, shared objectives.
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Marketers would be wise to follow developments of the Apple Vision Pro and how gamers are using the tech. It offers brands the opportunity to test and understand ahead of the eventual introduction of advertising.
Broadcasters must better embrace tech and learn from streaming platforms by introducing concepts such as gamification. Moreover, they need a strategic approach to manage all these changes.
The focus on cost turns pitches into competitions of who offers the lowest price, trapping brands in cycles of poor partnerships and preventing agencies from doing what they do best. How do we fix this?
Dynamic creative optimisation’s many advantages are barely noticed now — but the ongoing deprecation of third-party cookies and growing data privacy limitations could change that.
Being disruptive increases your brand value. But you can only define your approach to disruption once you have understood both the enemy and yourself.
Cannes Lions 2024 marked a turning point in how brands, agencies and industry bodies view the importance of quality journalism and why advertisers need to support it. But we can do more.
We must stop pretending that leaders advocating for four days a week or more in the office care about inclusion.